Apple One and Apple TV subscription prices increase by up to 20 percent

If Streamers were smart, they’d lock pricing and change it for new signups.

Their problem is numbers retention. People would hesitate to cancel if their $8 plan would have to be 15/month or more to restart.

Moving everyone up, just pushes people to cancel, and they’ll be even more unlikely to come back if prices keep going up

Most streamers at least have annual subscriptions at a discount. Netflix is month-to-month only, which is just asking for churn.

This is what they do instead. The long term agreement discount encourages people to stay subscribed rather than discouraging people from (re)starting a subscription.